Strategi Bauran Pemasaran Pendidikan Islam melalui Aspek Product, Promotion, dan People dalam Meningkatkan Daya Tarik Peserta Didik Baru
DOI:
https://doi.org/10.35706/wkip.v10i01.13659Abstract
Penelitian ini dilatarbelakangi oleh pentingnya strategi pemasaran pendidikan dalam meningkatkan daya tarik peserta didik baru di tengah persaingan antar sekolah yang semakin ketat. SMA Nurul Iman Palembang perlu mengoptimalkan bauran pemasaran agar mampu menarik minat calon peserta didik secara efektif. Penelitian ini bertujuan untuk menganalisis strategi bauran pemasaran pendidikan serta mengidentifikasi kendala dan solusi yang dihadapi sekolah. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data dilakukan melalui observasi, wawancara, dan dokumentasi. Analisis data menggunakan model interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi pemasaran difokuskan pada tiga elemen utama, yaitu product, promotion, dan people. Aspek product diwujudkan melalui program unggulan berbasis keagamaan, fasilitas modern, kegiatan ekstrakurikuler, serta prestasi siswa. Aspek promotion dilakukan melalui media offline dan online, meskipun pemanfaatan digital belum optimal. Aspek people didukung oleh tenaga pendidik dan staf yang kompeten. Kendala yang dihadapi meliputi keterbatasan media digital, sistem pendaftaran yang masih konvensional, serta tingginya persaingan antar sekolah. Solusi yang dilakukan berupa peningkatan promosi digital, optimalisasi komunikasi, serta pemberian insentif pendidikan.
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